Creating Awesome Content For Social Campaigns

April 16th, 2014

#socialcontent

PRESENTORS

Holly HamannCo-founder and CMO

TapInfluence@HollyHamann

Amanda SibleyAmanda Sibley

Co-marketing Manager, HubSpot@AmandaSibley

#socialcontent

WHAT WE’LL COVER

GETTING SOCIAL-READY SETTING GOALS IDENTIFYING SOCIAL INFLUENCERS

MEASURE THE RIGHT WAYMAKING THE MOST OF YOUR CONTENT

#socialcontent

80%OF PEOPLE CHECK THEIR PHONE WITHIN

15 MINUTES OF WAKING UPSOURE: IDC RESEARCH

110X A DAY

THEY WILL CHECK THEIR PHONE AN

AVERAGE OFSOURE: IDC RESEARCH

#socialcontent

THERE IS A CONSTANT FEED OF SOCIAL CONTENT

AND BRANDS NEED HELP TO STAND OUT

REACH THEM VIA A TRUSTED SOURCE AND ADD VALUE TO THEIR LIVESDO:

DISRUPT THEM BY TRYING TO SELL THEM SOMTHINGDON’T :

#socialcontent

SOCIAL CONTENT DOES JUST THAT

VISUAL VISCERAL VALUABLE VIRAL

It’s creative and catches

the consumer’s attention

It evokes emotion and

creates a connection with

the consumer and

ultimately affinity for your

brand

It tells your brand story with

personal context to add

value to the target

customer’s life

It gets distributed more

naturally from person to

person via all social

channels

#socialcontent

GET SOCIAL-READY: WHERE IS YOUR AUDIENCE AND

WHAT DO THEY NEED?

WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 1)

#1 Platform to Kill Time=

PINTEREST

Pinterest is the #1 platform for killing time.

#socialcontent

WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 2)

#1 Platform to Kill Time=

PINTEREST

Blogs are the #1 platform for product recommendations

WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 3)

#1 Platform to Kill Time=

PINTEREST

Twitter is the #1 platform for complaining.

What Does All This Mean?

ALWAYS AB TEST

WHAT TO TEST ON SOCIAL:• Timing• Networks• Images• Copy

#socialcontent

SETTING GOALS

Goals are a Must!

Add value to your audience.

• Determine your audience’s needs

• Help them solve pain points and problems.

• Give them the tools to do their jobs better

Use metrics that will help your business.

• Reach and branding• Leads for sales team• Likes/Follows to increase long

term lead generation• Revenue and customers

YOU NEED CONTENT TO ADD VALUE

CREATING THE RIGHT CONTENT

FIND CONTENT CREATORS

Internal Curate Collaborate

WHAT DO THEY HAVE THAT BRANDS DON’T?

1. Trust2. Very targeted audience3. Authentic consumer experience4. Bigger reach than brands5. Better, faster, cheaper6. Shareable

WHAT DO INFLUENCERS CARE ABOUT WHEN WORKING WITH A BRAND?

Product fit is #1 consideration

WHAT TO LOOK FOR IN AN INFLUENCERLOOK AT CONTENT

RELEVANCE

POST FREQUENCY

AUDIENCE DATA

CONTENT QUALITY

AUDIENCE ENGAGEMENT

LOOK FOR PROFESSIONALISM

BUILD A RELATIONSHIP

BE RESPONSIVE

BE CLEAR ABOUT EXPECTATIONS

COMPENSATE THEM

1

2

3

4

5

6

7

8

9

10

#socialcontent

Let them tell authentic stories

Think of them as partners

Showcase content on various of Facebook, Pinterest, Twitter, YouTube

Give proper influencer attribution

Provide clarity on what actions you want the audience to take

Be “always on”

Increase value (and exposure) of content by using in ebooks, blog posts, webinars, email marketing, advertising, case studies

Compensation

THE KEYS

TO WORKING WITH INFLUENCERS

4. GET THE MOST OUT OF YOUR CONTENT

GET THE RIGHT CONTENT IN FRONT OF THE RIGHT PEOPLE

HAVE A PLAN

PurposePersona PeriodPromotion

\

ENCOURAGE SHARING

DON’T BE AFRAID OF LINKS

Links

Clicks

Views

Leads

Customers

KEEP MOBILE IN MIND

OPTIMIZE CONTENT AND IMAGES FOR PLATFORM

OPTIMIZE CONTENT AND IMAGES FOR PLATFORM

5. THE RIGHT WAY TO MEASURE

GO BEYOND THE

LIKE

TRACK YOUR SUCCESS

TRACK HOLISTICALLY

Don’t add to the noise,

add

QUESTIONS?

@HollyHamann@AmandaSibley

#socialcontent